ABSTRACT
Radio announcing styles vary according to station format. In the 1980s and 1990s, dozens of radio formats vie for the listening public. Narrowcasting and specialization produce diverse programming. The role of the broadcast voice performer is affected by format at most stations. Market size also has an impact on announcing presentation. Morning personalities are the ratings getters and income generators, as is the case with luminaries such as Howard Stern, Rick Dees, Dave Maynard, Larry Lujack, Don Imus, and dozens of other ratings monarchs. Morning personalities generally are the longest on experience at the station. Staff announcers back-announce lengthy sweeps of music, read promo and liner cards, and provide brief informational statements, usually pertaining to the weather, temperature, and time. The Adult Contemporary format is the most frequently tuned in the United States.
